Van Vuuren, Jurie JansenWorgotter, N.A.C. (Nadin Anna Christina)2013-09-132013-09-132013Van Vuuren, J & Worgotter, N 2012, 'Market driving behaviour in organisations : antecedents and outcomes', South African Journal of Economic and Management Sciences, vol. 16, no. 3, pp. 115-141.1015-8812 (print)2222-3436 (online)http://hdl.handle.net/2263/31728Previous research suggests that the market driving behaviour of firms is linked to exceptional performance. However, the elements of market driving, its antecedents and outcomes, have so far not been empirically measured. The primary objectives of this study are to identify factors that describe market driving, develop a conceptual model, and then consider influencing factors and performance indicators drawn from the entrepreneurship and marketing literature. The model has been empirically tested using a sample of managers in the South African healthcare industry. A fully structured questionnaire was used to address the objective of this study. The realised sample of n=328 was used to analyse the conceptual model applying a partial least squares path modelling approach (PLS-PM). The results revealed that market driving is a firm behaviour and is distinguished by three distinct concepts: market sensing, influencing customer preferences and alliance formation. Three out of four antecedents: strategic orientation, entrepreneurial capital and entrepreneurial behaviour, influenced market driving ability positively. The study also demonstrated that market driving behaviour positively influences firm performance and relative competitive strength.enDepartment of Economics, University of Pretoria. This is an open access article distributed under the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.Corporate entrepreneurshipEntrepreneurial marketingMarket drivingFirm performanceCompetitive strengthArticle